The State of Personalization

The State of Personalization

Which industries are embracing personalization and what are they spending to do so? I recently authored four reports that dive into how B-to-B, ecommerce/Retail, Financial Services, and Travel/Hospitality marketers are embracing personalization.

Part of our Relevancy.AI Research Subscription, these reports provide insight into the state of personalization including the aspirations, budgets, and tactics of these marketers.

This collection of industry insights offer benchmark data for those marketers in these key industries and a valuable perspective for vendors that offer personalization technologies.

Across industries, one thing is clear; personalization works and more marketers across industries need to advance their targeting tactics to capture and convince prospects and clients alike.

If you are a subscriber to our research, you get these four reports.  Ask us about how to become a subscriber. All of the reports are available for one-off purchases.

Einstein Says: Send Smart!

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Last week, David blogged about our upcoming webinar with Zeta Global during which we’ll be digging into our 2018 consumer survey data and highlighting buying patterns, attitudes, and behaviors. It’s going to be an excellent session – we’ll go deep and wide – but I wanted to take this opportunity to highlight a single data point that all marketers need to be mindful of, especially during the holidays: message frequency.

Many consumers do not appreciate the increased volumes of irrelevant email they receive over the holidays, especially as more consumers engage with their email predominantly through their mobile device. Over half the consumers we surveyed reported that they received messages from brands at too fast a cadence and 36% said that the messages they received were not relevant and thus irritating. Twenty-three percent reported that messages they received on their phones weren’t formatted optimally for the small screen, which is surprising to me and concerning, to say the least.

Tune in next week to get the full picture and our take, but until then, send smart: manage your message cadence carefully and ensure the content you share is engaging and driving positive customer experiences – this holiday more users are going to be on devices and reaching for wallets after they’ve reached for their phone.

The Relevancy Group Releases Email Agency Buyer’s Guide, AI Market Spotlight Guide and Issue 19 of The Marketer Quarterly

The Relevancy Group Releases Email Agency Buyer’s Guide, AI Market Spotlight Guide and Issue 19 of The Marketer Quarterly

BOSTON – Nov. 5, 2018 — The Relevancy Group, a leading market research and advisory firm today released “The Relevancy Ring – Email Agency Buyer’s Guide.”  The research evaluates five email agencies that include BrightWave, DEG, Inbox Marketer, Trendline Interactive and Yes Marketing. Vendors are evaluated on customer satisfaction and services capabilities.

The company today also released “Artificial Intelligence Market Spotlight Guide” which analyzes the latest trends in the utilization of AI in marketing and spotlights four vendors that are delivering exciting AI innovations. The Relevancy Group highlights four leading vendors including Adobe, OneSpot, Return Path, and Selligent.

The Relevancy Ring – Email Agency Buyer’s Guide is available for $2495.00, Artificial Intelligence Market Spotlight Guide is available for $999 and both are included in The Relevancy Group’s research subscription that includes 38 reports annually.

The Relevancy Group will be hosting several upcoming webinars to discuss the findings. You can register for webinars at www.relevancygroup.com/events

An excerpt of this research is also included in issue 19 of The Marketer Quarterly, The Relevancy Group’s digital magazine. Register to get a free subscription to The Marketer Quarterly online or via the MQ app for any iOS, Android and Amazon. www.marketerquarterly.com

What do Consumers Want from Retailers This Holiday Season?

What do Consumers Want from Retailers This Holiday Season?

To better understand purchasing motivations, attitudes and behaviors, The Relevancy Group and Zeta Global are conducting a survey of 1,000 consumers in the U.S. We will be sharing these results and last-minute holiday recommendations on Wednesday 11/14 at 1 PM. Register for the webinar and get a link to a recording of the webinar that will be filled with data and recommendations.

Looking Back on 2017
In 2017 just 15 percent of consumers stated that they planned to spend more on holiday spending than they did in 2016 while 64 percent stated about the same as year over year. While the economy in 2018 is good, Chinese Import tariffs are raising prices at big-box retailers, i.e. Walmart, that rely on offshore goods. This likely won’t impact overall spending, but the consumer’s dollar may not go as far in 2018 as it did last year. In 2017 consumers under the age of 39 were more likely to spend more on holiday purchases a trend we expect that we will see again in 2018.

Consumers continue to shift their holiday spend online. Last year 56 percent of consumers stated they would do half or more of their holiday shopping online. Overall ten percent of consumers shop exclusively online, a trend we expect will grow to 12 to 14 percent in 2018. Last year consumers aged 27-53 are most likely to do the majority of their holiday shopping online.

Year-over-Year Consumers are consistent with their holiday shopping plan, with 29 percent already shopping for the holiday season. Eighteen percent start after Halloween and the majority start after Thanksgiving. Last year 20 percent stated they have no set plan. Half of women start their holiday shopping before Thanksgiving a trend that we expect to continue to see this year.

Holiday self-gifting was up year over year from 2016 to 2017 increasing from $243 to $264. We will likely see an increase again in 2018, but we don’t expect it to be as large in years past. This is likely because of the higher cost of products and the general impact of the dollar.

Next time we will look back on what motivates consumers to purchase and what opportunities exist for marketers this 2018 holiday season.

Join us on November 14, at 1 PM ET for the 2018 consumer holiday results.

Until next time,
David

Email Marketers Seek To Grow Their Lists by 9.8% in 2018

Email Marketers Seek To Grow Their Lists by 9.8% in 2018

Email subscriber churn continues to remain a top challenge for email Email Marketingmarketers. Driving list growth to gain new addresses and backfill lost subscribers is a necessary priority for marketers. Email marketers’ list growth goals for 2018 is 9.8 percent, down from 11 percent in 2017, and keeping with the 2016 goal of 10 percent.

Email Marketing Acquisition – 2018 Benchmark Report was published in July 2018. The Relevancy Group Benchmark reports review trend analysis of a specific marketing category or tactic. In this instance, email marketing acquisition. These annual reports are part of the TRG’s Research Subscription Service and serve as an excellent resource to benchmark your individual results against the industry.

The research answers these key questions:
• What are email marketer list growth expectations?
• Which email acquisition tactics are marketers investing in?
• Which tactics are necessary to address challenges and ensure audience growth?

Report Excerpt: Email marketing agencies including BrightWave, Inbox Marketer, Merkle, and Trendline have demonstrated the strategy to ensure that acquisition tactics are executed with quality growth in mind. Acquisition is not a trivial task and marketers must work with agencies and should seek acquisition specialists such as CertainSource and Publisher’s Clearing House Media.

The Research: 6 pages, 4 Charts, 1,137 words. Purchase or Subscribe. Part of our Research Subscriber Series.

Specialized Services: Email Marketing Agencies are Crushing It

MQ15_coverOver the past several weeks, we at TRG have been deep in the weeds researching our soon to be published 2018 Email Agency Buyer’s Guide, and this year’s participants include some of the absolute best and brightest in the space. Agencies in the guide this year include BrightWave, DEG, Inbox Marketer, Trendline Interactive, and Yes Marketing.

Our process includes detailed questionaries completed by each agency, ninety-minute demos during which agencies present their best work, and reference calls with a handful of clients which yield valuable customer satisfaction data. We are still working to synthesize and analyze the data, but what we’ve seen to date has been extremely impressive.

This year we invited agencies to show us their best stuff while maintaining a focus on three primary themes: strategy, data, and analysis/measurement. Like the competitors currently battling it out on the field for the pennant, these agencies have been going deep. The research will highlight how these agencies are driving home runs for their clients in the form of serious business value and positive customer experiences.

The research will be available for our Research Subscribers and direct purchase. Vendor profiles will be in the next issue of The Marketer Quarterly.

Email Marketers Who Use Artificial Intelligence Report Better Results

Email Marketers Who Use Artificial Intelligence Report Better Results

Last week I teased this research with a webinar promotion on the same topic. This one is a favorite, exploring AI and email deliverability. Layers of complexity and many months went into this piece. I am thrilled to be the first to research AI and email deliverability and document these results.

Today we are releasing the full research report in advance of the free webinar on September 26th at 1:00 PM ET.

Sponsored by Return Path, the report illustrates how AI-powered deliverability solutions can enhance outcomes for marketers while eliminating tedious and repetitive tasks from their daily lives. Research findings also highlight improved effectiveness for marketers using AI-driven email marketing tactics versus those that rely on humans alone.

“As the email industry continues to evolve, marketers are looking for more than just monitoring and best-practice based recommendations. They’re demanding real, effective solutions to the problems they face every day,” said Return Path CEO Matt Blumberg.

At The Relevancy Group, we are excited by the significant potential for AI in the email marketing space—and especially its ability to drive more valuable inbox experiences.

Download the research and attend the webinar when we will be digging into the details of this data-driven report as well as showcasing Return Path’s EmailDNA offering.

If you have any questions about the research or methodology, follow and message us on Twitter.  Otherwise, I will see you on the webinar.

Wishing you all the best,

David